Coca-Cola India, one of the country’s leading beverage companies, has unveiled a replacement campaign ‘Thand Rakh’ for India’s favorite lemon and lime-flavored beverage – Sprite.
The campaign sketches light-hearted banter to restate the brand’s central message of being the go-to refresher drink when the summer heat takes over. Airing from April 20, nationally, ‘Thand Rakh’ is meant to appeal to teens and young adults who tend to allow into irking situations, as they’re going about encountering challenges and exploring the planet.
This campaign urges them to take care of calm during heated moments while encouraging them to require time to reset and stay cool with a relaxing bottle of Sprite. Known for the immediate refreshment it provides to consumers, the unique and dynamic lemon-flavored Sprite is the #1 brand within the flavored carbonated drinks category in India.
The brand will still play a critical role for the corporate in times to return, providing a great-tasting beverage for both at-home occasions and on-the-go refreshments.
Now that summer is here, we would like to supply a chilly Sprite to sit back everyone down from the extreme summer heat and also the everyday heated moments of stress and pressure. ‘Thand Rakh’ urges our audience to grab India’s ultimate refreshing beverage ‘Sprite’ and stay calm as they battle the summer heat and therefore the numerous challenges of the ‘new normal.
Our brands have always sought to feature value across various consumption occasions and this summer, Sprite is prepared to stay India chill and cool!” “As the warmth rises and tempers soar, you recognize there’ll be one person who’ll keep their cool. Just because they’re smart enough to reckon Sprite. This year, we take the summer challenge a notch up with the voice of warmth making you would like to try and do crazy things. And as always the smart Sprite people know just what to try.
Within the coolest smartest ‘Thand Rakh’ way.”, said Ritu Sharda, Chief Creative Officer, Ogilvy India (North). The humorous campaign takes a light-hearted approach to showcase how teens and young adults, in today’s day and age, lose their temper within the blink of a watch.
The out-of-the-box campaign, which perfectly aligns with the Coca-Cola Company’s purpose of ‘Refreshing the planet, Making a Difference’, will go live to tell the tale through television channels across the country, complemented with digital moreover as OOH marketing efforts. Over the years, Sprite has not only established itself because of the undisputed youth brand, but has also been leading authentic, edgy, and concrete conversations via its marketing efforts.
Through the new campaign, Sprite yet again aims to ascertain itself because the preferred choice of drink, for consumers who would love to require difficult situations in their stride or for those that are simply looking to beat the warmth, stay cool, and ‘chill’ during the scorching summer months ahead.
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